SIA Newsletter

Ali Levy’s Merchandising Tips: A Hazy Shade of Winter

merchandising_1January tends to be a month that for many of us is devoid of color.  Unless you live in somewhere in the southern portion of the U.S. or pretty much anywhere in California, January is drab.  It’s cold and bleak and we seem to crave sunshine as the days gradually become longer. So, now is the to time to lift your shop’s spirits with a healthy punch of color, both on the floor and in your window displays.

Color is a deeply personal subject.  According to a study posted on, “84.7% of consumers cite color as the primary reason they buy a particular product.”  And many of us in retail know, color psychology is something we have some sense about – that is, color sells.

Additionally we understand the basics of color theory – things like why red is good for sale signs (because it activates an immediate call to action response much as a stop sign or traffic light might alert us to pay attention.)  Blue has a calming effect and is also thought of as a dependable and merchandising_2responsible tone.  Green is widely associated with things that are healthy and relaxing, yellow is optimistic and orange lends a bold and playful attitude to objects.  Black evokes value, power and timeless simplicity, brown speaks to our natural side, while also being strong and dependable, and white conveys something that is pure and clean.  Simply put, you can play with different color combinations readily available to you already from your existing selection of outerwear, skis, snowboard boots, helmets and goggles and many other products in your store.

Attract attention to your displays by using strong color to tell a particular product story, based on the color’s attributes listed above.

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Ali LevySIA is working with visual merchandising consultant Ali Levy to provide retailers with some fresh merchandising ideas for increasing sales and interest from consumers. Levy’s impressive resume includes managing retail, buying and trade show/retail merchandising efforts for some of the industry’s biggest names including SmartWool, Cloudveil and Marmot. For more information about her company, contact Ali at or visit her website,